Seo audit

SEO Audit Skill

Perform a thorough, structured SEO audit of a given URL and produce a clear branded HTML report with findings, severity ratings, and actionable fix instructions.

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Inputs

• URL (required): The page or site to audit. Ask if not provided.
• Client Name (required): Ask if not provided.
• City / Location (required): Ask if not provided.
• Date (required): Ask if not provided. Default to current month and year.
• Agency Name (optional): The "Prepared by" name on the cover page. Default to blank if not provided.
• Agency Tagline (optional): One-line description shown under the agency name.
• Scope (optional): Single page vs. site-wide. Default to single page unless told otherwise.

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Audit Checklist

Use web_fetch to retrieve the page HTML, then inspect the source. Also fetch /robots.txt and /sitemap.xml from the root domain. Crawl 3–5 key internal pages if accessible (About, main service page, Contact, Blog). For items you cannot verify programmatically, note as "Manual check recommended".

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1. Title Tag

• <title> present on every key page
• Title is unique per page (not duplicated across pages)
• Length is 50–60 characters — flag if over 60 (Google truncates)
• Format check: brand name + primary keyword + location modifier
• Title leads with brand or primary keyword — not a generic descriptor
• Flag if title is generic (e.g. "Home", "Welcome", or just the domain name)

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2. Meta Descriptions

• <meta name="description"> present on the homepage
• Check all key pages — About, Services, Blog, Team, Contact, FAQ, individual service pages
• List every page that is missing a meta description (by name/URL)
• Length 130–160 characters
• Contains primary keyword and a clear call to action
• Unique per page — not duplicated

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3. Heading Structure

• Exactly one <h1> tag per page — flag duplicates
• Flag pages with no H1 at all
• <h1> contains the primary keyword for that page
• Heading hierarchy is logical: H1 → H2 → H3 (no skipped levels)
• H2s and H3s use relevant secondary keywords

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4. Keyword Targeting

• Primary keyword present in: <title>, <h1>, first paragraph, image alt text
• Location modifier present where relevant (city/region for local businesses)
• No keyword stuffing
• Service pages target specific keywords (e.g. "Plumber Toronto" not just "Plumber")
• Flag pages where keyword targeting is weak or generic

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5. Image Optimisation

• All <img> tags have non-empty, descriptive alt attributes
• Alt text includes keyword + brand/location where natural
• No generic alt text like "image1.jpg" or empty alt=""
• Images have width and height attributes (prevents layout shift)
• Flag large unoptimised images — recommend WebP conversion

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6. Internal Linking

• Key service/product pages linked from homepage and nav
• Anchor text is descriptive and keyword-rich
• Flag generic anchor text: "click here", "learn more", "read more"
• Count and list pages with non-descriptive anchor text
• No orphan pages (important pages with no internal links pointing to them)
• Internal links use HTTPS

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7. Structured Data / Schema

• Check for <script type="application/ld+json"> blocks
• Identify schema types present
• For local businesses: flag if LocalBusiness schema is missing — should include name, address, phone, coordinates, opening hours, price range
• For service pages: flag missing FAQPage schema (targets "People Also Ask")
• For blogs: Article schema
• For products/services: Product + Offer schema
• Validate JSON-LD is well-formed
• Recommend: https://search.google.com/test/rich-results

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8. Content Quality & Thin Content

• Word count per page — flag thin content under 300 words
• Text-to-HTML ratio: flag pages where code significantly outweighs readable content (common with Elementor, Divi, WPBakery)
• Service pages should have minimum 400–600 words with FAQs and details
• Clear call-to-action present on each key page
• Flag pages that would benefit from FAQ sections

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9. Links

• No broken or malformed href values
• External links to low-authority or spammy domains (flag if suspicious)
• All links use HTTPS

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10. URL & Canonicalisation

• URLs are clean, lowercase, use hyphens not underscores
• Canonical tag (<link rel="canonical">) present on all pages
• No duplicate content from query strings or pagination
• HTTPS in use site-wide
• No trailing slash inconsistency

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11. Technical SEO

• robots.txt accessible — review for accidental disallows
• sitemap.xml accessible
• <meta name="robots"> — check for accidental noindex or nofollow
• <html lang="..."> attribute set correctly
• No render-blocking scripts in <head>
• Favicon present
• <meta charset> and <meta name="viewport"> present
• Open Graph tags: og:title, og:description, og:image, og:url
• Twitter Card tags present
• Note: Check Google Search Console for crawl errors (manual check — advise client)

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12. Page Speed & Performance

• Flag large or unoptimised images — recommend WebP format
• Check for heavy page builder markup causing bloated HTML
• Flag excessive plugins and third-party scripts
• Recommend: compress images, reduce plugins, implement caching
• Recommend CDN integration
• Always link to: https://pagespeed.web.dev/
• Note: Core Web Vitals (LCP, CLS, FID) require manual tool check

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13. Local SEO Signals

• NAP (Name, Address, Phone) consistent and present on homepage and contact page
• Google Business Profile linked or referenced
• Local keywords used in title, H1, and copy (city + service)
• Recommend local citations: Yelp, industry directories, local business listings
• Note star rating and review count if visible in schema or page
• Recommend prompting customers to leave reviews mentioning specific services and location

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14. WordPress-Specific (if detected)

• SEO plugin active — Yoast SEO or Rank Math
• Plugin audit: identify unnecessary plugins adding overhead or script bloat
  • Flag backup plugins if a better solution exists
  • Flag unused tracking/form plugins (recommend GTM instead)
  • Flag RSS feeds if not needed
  • Flag unused activity log plugins
• Default ?p=123 permalinks in use? (should use post name)
• Check for duplicate meta tags from theme + plugin conflicts
• xmlrpc.php exposure (crawl budget + security concern)

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15. Shopify-Specific (if detected)

• Collection and product pages have unique meta descriptions
• /collections/all — check if indexed (often thin content, consider noindex)
• Canonical tags on paginated collection pages (?page=2)
• Product image alt text populated
• Duplicate content between /products/X and /collections/Y/products/X

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Severity Ratings

Severity	Meaning
🔴 Critical	Directly hurts rankings or blocks indexing
🟠 High	Significant missed opportunity
🟡 Medium	Should fix, moderate impact
🟢 Low	Minor impact
✅ Pass	Working correctly

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Output Format

Always produce the report as a downloadable PDF file using the following process:

Step 1 — Build the HTML source

Create a full HTML file (/home/claude/seo-audit-report.html) with these two pages:

Cover page:

• "SEO AUDIT REPORT" heading on dark teal (#005F7F) background
• Cyan (#3AC1CD) diagonal accent strip below header
• Client name, website URL, city/location, date
• "Prepared by" footer: Agency Name and Agency Tagline if provided, blank if not

Report page:

• Score ring (SVG circle) out of 100
• Stat grid: Critical / High / Medium / Passing counts
• Summary paragraph (2–3 sentences, most critical issues upfront)
• Findings grouped by severity with colour-coded badges
• Each finding: issue name, what was found, why it matters, exact fix instruction
• List affected pages by name/URL where multiple pages share the same issue
• Recommended next steps (max 5–6, numbered) on dark teal background
• Tools row at bottom: PageSpeed Insights, Google Search Console, Rich Results Test, Screaming Frog

Design Tokens

• Brand colours: #005F7F dark teal, #3AC1CD cyan, #EA661B orange
• Font: Montserrat via Google Fonts (@import in <style>)
• Bold 700 headings, 500 subheadings, 400 body, 11px minimum font size
• A4 page size (@page { size: A4; margin: 0; })
• Use page-break-after: always on cover page
• Use page-break-inside: avoid on each finding card

Report Sections (always include all)

1. Technical SEO Findings
2. Content & Keyword Opportunities
3. Website Speed & Performance
4. Local SEO Signals
5. Plugin Audit (if WordPress/Shopify detected)
6. Recommended Next Steps

Step 2 — Convert HTML to PDF

import subprocess
subprocess.run([
    'python3', '-c',
    '''
import sys
try:
    from weasyprint import HTML
    HTML(filename="/home/claude/seo-audit-report.html").write_pdf("/mnt/user-data/outputs/seo-audit-report.pdf")
    print("PDF generated with WeasyPrint")
except ImportError:
    import subprocess
    result = subprocess.run(
        ["chromium", "--headless", "--no-sandbox", "--print-to-pdf=/mnt/user-data/outputs/seo-audit-report.pdf",
         "--print-to-pdf-no-header", "/home/claude/seo-audit-report.html"],
        capture_output=True, text=True
    )
    if result.returncode != 0:
        subprocess.run(
            ["wkhtmltopdf", "--page-size", "A4", "--margin-top", "0",
             "--margin-bottom", "0", "--margin-left", "0", "--margin-right", "0",
             "/home/claude/seo-audit-report.html", "/mnt/user-data/outputs/seo-audit-report.pdf"],
            check=True
        )
        print("PDF generated with wkhtmltopdf")
'''
], check=True)

Name the output file: seo-audit-[client-slug]-[month]-[year].pdf Example: seo-audit-halalgrocery-may-2026.pdf

Then use present_files to deliver the PDF to the user.

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Execution Steps

1. Ask for URL, client name, city, and date if not provided.
2. Use web_fetch to retrieve the full HTML of the homepage.
3. Fetch /robots.txt and /sitemap.xml.
4. Crawl 3–5 key internal pages if accessible.
5. Work through all 15 checklist sections systematically.
6. Detect CMS from HTML clues (WordPress: wp-content, wp-json; Shopify: cdn.shopify.com).
7. Apply CMS-specific checks.
8. Compile all findings with severity ratings.
9. Build the branded HTML file at /home/claude/seo-audit-report.html.
10. Install weasyprint if not available: pip install weasyprint --break-system-packages -q
11. Convert HTML to PDF and save to /mnt/user-data/outputs/.
12. Use present_files to deliver the PDF download to the user.

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Notes

• Always be specific — quote the exact tag, value, or page name that has a problem.
• List every affected page by name/URL where multiple pages share the same issue.
• Keep tone professional and plain-English — the client may not be technical.
• If a page blocks fetching (403, JS-rendered SPA), note this and advise browser-based tools.
• Always include actionable fix instructions, not just observations.